However, getting press coverage is not a predictable growth plan, and we want a predictable growing business.
So we’ve also spent a lot of time focusing on segmentation, which is essentially thinking about your entire customer group in different ways depending on where they fall in the sales lifecycle.
Instead of writing pages on this, I’ll just share that our entire business changed once we discovered the lessons and content of Drew Sanocki, one of the foremost segmentation and e-commerce gurus out there.
In addition, we’re focusing a significant portion of our resources supporting and growing our wholesale accounts (mostly small retail stores) as those accounts have proven to be valuable and often send customers back to our e-commerce store, and vice versa.